Sainsburys launches new veal range

Supermarket retailer Sainsbury’s has announced the launch of a new range of veal products as part of its Taste the Difference selection today (December 6th).

The RSPCA Freedom Food-accredited products, which will be available in 150 stores, include mince, sirloin, escalope, rib chops, sirloin, liver, osso bucco, roasting joints and shoulder.

Sainsbury’s said its decision to extend the number of retailers stocking the meat comes after the development of a “strong and open” relationship with its farmers.

According to the company, the veal comes from male calves in the retailer’s dairy development group, which are reared by workers in a dedicated area.

Commenting on the move, Alice Swift – Sainsbury’s agricultural manager – said the range stamps out the common opinion that veal is “cruel” to animals, as the new selection is produced to high welfare standards.

She added: “We hope this sets the benchmark for further product launches and trials in the future.”

Supermarket retailer Tesco also recently launched its own branded veal products following a campaign from farmer Jimmy Doherty that was broadcast on Channel 4’s Jimmy and the Giant Supermarket programme.